People who work in digital media often like to joke about working virtually. You know, taking Webex meetings while you're still in your jammies, or, even less. Well , that almost happened to Kristin Fox, but in a real-life version of waking up from that dream when you're taking a test in school and find yourself stark naked. Fox who is the new group media director-social & mobile at Crispin, Porter + Bogusky, and the opening keynote at this morning's session of the Social Media Insider Summit in Key Biscayne, FL, did not realize that she was supposed to …

In his ongoing effort to stir life into a social summit crowd, Joe Marchese spontaneously asked all the attendees from the western half of the U.S. to stand up. A smattering did. Then he asked the eastern U.S. attendees to stand up. We did. Joe's point? "I just wanted to get you all to stand up."

Joe Marchese says he loves TV. And just to prove it, he said it is fundamentally what everyone in digital media is trying to replicate. But can they? "What television does is demand new creation. What the Web does is demand capture," Marchese said, adding, "I think a lot of us in this room want to figure ut how to use the Web for demand creation, how to tell a story?"

You've got to love Joe Marchese as a panel moderator. And not just for the obvious reason that Joe is so lovable, but because he loves to stir things up. Or at least he tries to. In an effort to stimulate some conflict, Marchese just asked Microsoft Emerging Media Manager Ali Wiezbowski to throw a chair at Arnold digital chief Troy Kelley. Never mind that the social summit panel chairs look straight out of an Austin Powers movie, and were probably too heavy for Wiezbowski to hurl.

Great opening question by SocialVibe founder and social summit moderator Joe Marchese. "Seriously, why is it so hard for you to get a good media plan," Marchese continued. "What is frustrating for you?" "We hear that all media plans are going ot leverage paid, owned and earned. I see the paid portion of those plans, but I don't really see where the owned and the earned is coming from the media side," chirped Troy Kelley, Chief Digital Officer, Arnold. Asked what he'd like to see, Kelley suggested it might look something like an online search dashboard. …

Asked by a social summit attendee to comment on the relatively short life of virtual community Second Life, the Social Gaming panelists initially threw up their hands. Finally, Wild Tangent's Bill Clifford took a shot at it, noting that it was probably "ahead of its time," and that there was a considerable "barrier to entry" for both users and marketers. Clifford provided a pretty vivid anecdote to illustrate just how much of a barrier (or as the case may be, lack thereof) Second Life represented for some brands. Clifford described a walkthrough the Second Life team did of …

Carree Syrek, partner-social media strategy at Mindshare, thinks that planning games, even fast-growing social games like Zynga's, is still a challenge for media planners. "It's just a matter of finding the right one," she said during the social summit's Social Gaming panel. "Convincing your client to be in social games is one thing, but to convince them that they need to be in this one, is another thing," she noted, adding that it is often a "really, really hard sell," and that if the "numbers" aren't there to back up your planning recommendation, the clients will opt to …

Whatever the billing, Moco Space's Tom Dorf believes the industry is seeing a new contraction: one that converges the check-in application of FourSquare with the group coupon sharing power of GroupOn.

That's what SapientNitro's Nathaniel Perez suggested during the social summit's mobile panel. GroupOn is a good example of that, obviously, but Perez believes we will see more experimentation with mobile couponing that people can share and connect with other people.

That's what the mobile panel at the social summit is addressing right now. In particular, it was Starbuck's activation of a mobile payment system , enabling consumers to pay for a latte with their phones. Buzzd CEO Nihal Mehta calls it the "mopayment moment." – mopayment being a contraction of mobile and payment – because it is just the kind of brand promotion that will get consumers' minds around the notion of using their phones for commerce.